“It’s a magnificent idea that connects with people through our national culture to generate awareness and save lives.”

Head of Operations
McCann Commonwealth Mexico
Siddharta Mora

Car accidents are one of the main causes of death in Mexico. Approximately every 40 minutes there is an accident where someone loses their life.

The lack of adequate road signs or the lack of sensibility of drivers to respect them lead to a large number of crashes and deaths each year. Likewise, studies prove that the existence of these help to minimize accidents up to 30% per year.

We found a way to leverage tradition to prevent tragedy, to use art to avoid accidents, to highlight those who have left us too early in the past to ensure less do so in the future.

Taking creative spark from the story of Magnus Söderlund, a Swedish academic who presented a study where 8% of the people considered eating human meat acceptable, we blurred the line between reality and fiction with “Eat A Swede.”

“The idea was executed in a way that both gave us global reach, raised awareness of Swedish food production and made all members of the organization feel included and proud of our work.”

Head of Communications
Swedish Food Federation
Jimmy Sandell

Part edutainment, part mockumentary, the film explores the changes needed in the food industry in order to feed a growing population and save our planet.

“You could call this an integrated campaign and you would be right —it’s totally pervasive.

But the way we see it, it’s an extremely popular TV show that happens to be an IKEA campaign.”

IKEA arrived in Spain 25 years ago, and that moment marked the birth of a new generation who don’t know life without the brand: the IKEA natives.

As a result of this insight, the strategy was key to demonstrate the impact IKEA has had on our homes. We picked six of these IKEA natives and invited them to take a horrific trip in time to the 1990s in the form of a reality show.

“Bringing communities together around a shared passion is what eBay’s marketplace is all about, and it’s been brilliant to bring this to life for the players and fans.”

Chief Marketing Officer
eBay UK
Eve Williams

We saw that demonstrating eBay’s democratic ethos in popular culture could strengthen its point of difference with competitors as a marketplace powered by real people.

So we targeted an overly-exclusive, overly-elitist moment in culture that could do with a bit of eBay's democratic ethos.

“Halo is more than a video game. It's an entertainment universe that has always reflected what is happening in gaming and culture.

‘Become’ is centered around the many versions of heroism that exist and the many faces it has.”

CCO
215 McCann
Scott Duchon

We talked to gamers about heroism and they told us that anti-heroes are more relatable than traditional heroes like Master Chief.

They said, believing in true heroes seems childish.

This leads us to our challenge. How do we create desire for a true hero in a world that no longer believes in them?

“We wanted to create a spirit of sisterhood and unite our global family of inspirational spokespeople to convey strong messages on self-worth to all women.”

Global Brand President
L’Oréal Paris
Delphine Viguier-Hovasse

“Because I’m Worth It” was launched by McCann in 1973, a time when advertising was led by and focused on men. The idea of a woman proclaiming her self-worth and deciding how she spent her money was radical.

But as the tagline seeped into popular culture, copied and parodied and memed, its significance was going unnoticed.